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In January, salon owners, managers and stylists gathered in New Orleans for Neill’s 26th annual Serious Business conference—two days of inspiration, networking, and thought-provoking speakers and workshops.

Ask a salon owner to name the most important aspect of their business and more often than not, you’ll hear “culture” in their answer. But push that same owner to elaborate and you may be met with crickets.

Amy Bellwood, co-owner of CALA Salon in Nolensville, Tennessee (with Ciji Wilkes and Lisa Rogers) worked in Aveda salons in Michigan and Tennessee for about eight years after graduating from beauty school.